The Optima Bike Company manufactures broad-tire, three-wheeled, and two-wheeled bicycles mostly for the retirement market. Its primary market is seniors, usually those who live in retirement communities where there are clearly designated and safe bike paths. Seniorsand especially the younger baby boomerslike these recreational vehicles because they are easy and safe to ride. The company has had some early successes in Florida, Arizona, and California, where such communities began. Optima now wants to expand to other retirement enclaves. It has learned from two well-conducted consumer research studies that the main way that male retirees buy the Optima line is through the urging of wives who want to exercise in some way other than playing golf.
Optima decides to engage an ad agency to capitalize on this consumer insight and promote its bikes to newer golf communities. It asks two agencies to pitch for its business and gives each a meeting in which it conveys the information above.
Alpha Agency is based in Miami and insists that its creative team is best suited to promote Optima. Its managers tell the prospective client that this team is well versed in advanced animation techniques and can dramatize the features of Optima's two- and three-wheeled bikes in a dynamic way. They'll focus on how fast they can go and how they can transform the ride into an adventurethis has worked in other ads, and this will appeal to the male consumers who need to be lured away from the golf course. Following this initial display of product prowess, they suggest a campaign that demonstrates how the bikes can be customized to be more comfortable and attractive for the ladies, including pink seat options. They finish by asking whether the brand name can be changed to something more exciting..
Beta Agency is based in Los Angeles and promises to serve as Optima's branding partner. It asserts that its creative philosophy is centered on long-term brand building. Its managers propose that they will develop the right message by applying the research-based consumer insight that women want to use the bikes to entice their husbands to leave the golf course once in a while. They suggest that their successful work in building regional appreciation for brands, such as Sea-Doo water vehicles and Ski-Doo snowmobiles, indicates their prowess in branding similar but not directly competitive brands. They emphasize the difference that Optima offers in the recreational-ride category, and the consumer targets that differ from other brands. They close by complimenting this prospective client on how appropriate the brand name is, given its customer base and likely target consumer.
Optima chooses the Beta Agency to create its campaign. What is likely the primary reason for this choice?
a. Alpha Agency focused more on men than on women.
b. Alpha Agency was in Florida, which covers a smaller region than California.
c. Beta Agency focused on making a brand connection to the consumer.
d. Beta Agency was in Los Angeles, which is a more up-and-coming area regarding senior marketing trends.
Question 2In the summer of 2010, basketball star LeBron James found himself in the middle of a PR nightmare when he decided to turn his decision regarding his future team into an hour-long spot on ESPN, which was entitled, The Decision.. Almost immediately, fans and critics alike began to express their distaste for the way the multi- millionaire handled the situation. Many fans' opinions of the star were greatly altered and James' positive public image appeared to be shattered. Perhaps, even worse than the damage to his image, the Lebron James brand began to take a hit when his jerseys were pulled from many stores and websites, and thousands of fans vowed they would never buy James' line of shoes ever again. Several months later, James began repairing his public image. James, who endorses Nike products, came out with a controversial commercial that was believed to evoke sympathy. However, many others felt the commercial mocked the negative reaction expressed over The Decision, and was intended to re-brand the star as a rebel. Either way, LeBron James has a long way to go before he can re-again his title as one of the most beloved players in the NBA. This is an unfortunate case of negative public relations. Which of the following is the classic role of public relations?
a. To foster goodwill between a firm and its many constituent groups
b. To promote new forms of marketing such as green marketing
c. To boost employee morale or attract new employees
d. To better position the firm's products against foreign competition
Question 3The Xcellent Agency specializes in developing advertising campaigns for smaller retail clients. Xcellent was hired by Shadowleaf Shoes, a small regional chain of six shoe stores, to develop a slogan and specific ads to be used in a three-month newspaper campaign. Shadowleaf's marketing director, Manuel Margolis, was adamant while meeting with Xcellent's account executive, Kia Chin, that the campaign must be catchy and modern to appeal to a target audience that has an active lifestyle and is between the ages of 18 and 35 . More importantly, Margolis wanted the slogan to be memorable and unique.
Kia Chin, representing Xcellent, developed a campaign and presented it to Margolis, based on the slogan, Do What You Do in a Shadowleaf Shoe. Visuals included men's legsdifferent sizes, skin colors, etc.walking, jogging, dancing, and otherwise moving in every type of Shadowleaf shoes. She felt that this campaign would target young male consumers, but would also get the attention of others regarding its comfortable shoes and would raise awareness of the Shadowleaf brand. After running the ads, the Xcellent Agency won an advertising effectiveness award. It seemed that the surprising and appealing visuals gave the slogan unexpectedly positive social meaning for people of all ages, not just men aged 18 to 35 .
Looking back, who was responsible for creating the client brief, which should have informed
Margolis and others of the creative endeavors behind the campaign?
a. The owner of the Xcellent Agency
b. The lead from Shadowleaf and the account executive of Xcellent
c. The research manager and the creative director of Xcellent
d. The marketing executive of Shadowleaf
Question 4For some years now, enterprising individuals have gotten their own ideas, forums, and entertainment programs out in front of the public with no help from big tech firms, media conglomerates, or ad agencies. They simply posted their creations on the Internet. It began with blogs, moved to podcasts, expanded to social networks, moved on to YouTube videos, and transferred to Twitter. Audience members can download these technological tidbitstext, visual, and audio formatsto their laptops as well as to cell phones, Blackberries, iPods, iPads, and every other mobile gadget that hits the market. Eventually, public relations companies started getting into the act. A garment manufacturer emphasizes on designing clothes using sustainable practices. Recently, it launched a Facebook page to gather signatures of people in favor of planting three trees when one is felled. This is a form of _____.
a. corporate image advertising.
b. advocacy advertising.
c. buzz marketing.
d. influencer marketing.
Question 5The Xcellent Agency specializes in developing advertising campaigns for smaller retail clients. Xcellent was hired by Shadowleaf Shoes, a small regional chain of six shoe stores, to develop a slogan and specific ads to be used in a three-month newspaper campaign. Shadowleaf's marketing director, Manuel Margolis, was adamant while meeting with Xcellent's account executive, Kia Chin, that the campaign must be catchy and modern to appeal to a target audience that has an active lifestyle and is between the ages of 18 and 35 . More importantly, Margolis wanted the slogan to be memorable and unique.
Kia Chin, representing Xcellent, developed a campaign and presented it to Margolis, based on the slogan, Do What You Do in a Shadowleaf Shoe. Visuals included men's legsdifferent sizes, skin colors, etc.walking, jogging, dancing, and otherwise moving in every type of Shadowleaf shoes. She felt that this campaign would target young male consumers, but would also get the attention of others regarding its comfortable shoes and would raise awareness of the Shadowleaf brand. After running the ads, the Xcellent Agency won an advertising effectiveness award. It seemed that the surprising and appealing visuals gave the slogan unexpectedly positive social meaning for people of all ages, not just men aged 18 to 35 .
Which individual at the Xcellent agency will be responsible for maintaining a good relationship with
Margolis and the Shadowleaf organization?
a. The research manager
b. The creative director
c. The media planner
d. The account executive
Question 6For some years now, enterprising individuals have gotten their own ideas, forums, and entertainment programs out in front of the public with no help from big tech firms, media conglomerates, or ad agencies. They simply posted their creations on the Internet. It began with blogs, moved to podcasts, expanded to social networks, moved on to YouTube videos, and transferred to Twitter. Audience members can download these technological tidbitstext, visual, and audio formatsto their laptops as well as to cell phones, Blackberries, iPods, iPads, and every other mobile gadget that hits the market. Eventually, public relations companies started getting into the act. The makers of a well-known Tennessee whiskey, release a very funny three-minute video on their website. It gradually gets noticed and distributed to friends and family by loyal consumers, and by people who just want to share a funny video. With very little effort, the word gets out and people start talking about this old- fashioned brand in a new way. The company is benefiting from the success of:
a. corporate image marketing.
b. lobbying.
c. green marketing.
d. viral marketing.
Question 7The Xcellent Agency specializes in developing advertising campaigns for smaller retail clients. Xcellent was hired by Shadowleaf Shoes, a small regional chain of six shoe stores, to develop a slogan and specific ads to be used in a three-month newspaper campaign. Shadowleaf's marketing director, Manuel Margolis, was adamant while meeting with Xcellent's account executive, Kia Chin, that the campaign must be catchy and modern to appeal to a target audience that has an active lifestyle and is between the ages of 18 and 35 . More importantly, Margolis wanted the slogan to be memorable and unique.
Kia Chin, representing Xcellent, developed a campaign and presented it to Margolis, based on the slogan, Do What You Do in a Shadowleaf Shoe. Visuals included men's legsdifferent sizes, skin colors, etc.walking, jogging, dancing, and otherwise moving in every type of Shadowleaf shoes. She felt that this campaign would target young male consumers, but would also get the attention of others regarding its comfortable shoes and would raise awareness of the Shadowleaf brand. After running the ads, the Xcellent Agency won an advertising effectiveness award. It seemed that the surprising and appealing visuals gave the slogan unexpectedly positive social meaning for people of all ages, not just men aged 18 to 35 .
Margolis has listened to all the explanations for the theme, and understands the nice ideas behind it, but he still isn't sure this ad will sell shoes. Which department at Xcellent is most likely to be the source of its conflict with its client?
a. Its media planning department
b. Its accounts services department
c. Its creative department
d. Its production department
Question 8For some years now, enterprising individuals have gotten their own ideas, forums, and entertainment programs out in front of the public with no help from big tech firms, media conglomerates, or ad agencies. They simply posted their creations on the Internet. It began with blogs, moved to podcasts, expanded to social networks, moved on to YouTube videos, and transferred to Twitter. Audience members can download these technological tidbitstext, visual, and audio formatsto their laptops as well as to cell phones, Blackberries, iPods, iPads, and every other mobile gadget that hits the market. Eventually, public relations companies started getting into the act. A high-tech firm creates special effects and computer-generated content for Hollywood movies.
Its PR people prepare intriguing 60-second videos about its role in three blockbuster action movies released this
year and posts them on YouTube. The firm is using a type of consumers.
a. advocacy marketing
b. buzz marketing
c. green marketing
d. influencer marketingaimed at the movie trade as well as
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